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A Convergent Study of Culture and Poster Design in the Chinese Republican Period and Modern Times - Focused on Product Advertising -
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중국 민국시기와 현대의 문화와 포스터디자인의 복합 연구 - 상품광고를 중심으로 -

논문 기본 정보

Type
Academic journal
Author
Zhang, Hui Jin (중앙대학교) Lee, Hye Won (중앙대학교)
Journal
Korea Institute of Exhibition Industry convergence The Korean Society of Science & Art Vol.37 No.4 KCI Accredited Journals
Published
2019.9
Pages
361 - 372 (12page)
DOI
10.17548/ksaf.2019.09.30.361

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A Convergent Study of Culture and Poster Design in the Chinese Republican Period and Modern Times - Focused on Product Advertising -
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Abstract· Keywords

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Posters are one of the many forms of advertising. But with the rapid development of technology, television, radio and computers appearing one after another, posters are now relegated from the mainstream of advertising, but still play an important role in the field of Chinese advertising.
This study was intended to analyze the case of advertisement poster design during the period of the Republic of China"s Republic of Korea and the period from China"s reform and opening to the present, and to draw out the characteristics and development direction of advertisement poster design in China in the future. In this paper, the study was carried out by setting China"s Ming Dynasty period and modern as the scope of research and analyzing the advertisement posters of two periods collected through search platform and literature data based on relevant prior research.
The conclusions drawn from the study are as follows. First, when comparing and analyzing advertising poster design in the two periods, the image of advertisement poster in the Minguk period is based on character, prefer composite color, use transgender in typography, use foreign language, whereas the image of modern advertisement poster is based on product, prefer strong message transfer function, use high gradation effect, and use outer layer as the subject.
Second, product advertising posters are promotional forms that combine rationality and emotional appeal, oriented toward consumer psychology and consumption demand. Therefore, China"s future advertising posters should not stay in the combination of image, typography and color, but develop into deeper design ideologies. In other words, product advertising posters will place importance on people-centered design ideology, and realize personalized design, starting from consumer demand. Based on these findings, we look forward to the continued emergence of poster advertising designs with both artistic and commercial and characterization in the future.
#Republic of China(민국시기) #Poster(포스터) #Convergence(융합) #Advertising design(광고디자인) #Consumer Psychology(소비자 심리)

Contents

Abstract
국문초록
I. 서론
Ⅱ. 중국 시대별 역사의 고찰과 광고포스터의 발전
Ⅲ. 중국 민국시기와 현대의 광고포스터디자인 비교분석
V. 결론 및 제언
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